Canon Business Services is more than just a technology supplier. Whether you’re a large corporate, a small business or somewhere in between, Canon understands that each business is unique and specialises in developing and implementing customised print, document and information management solutions for businesses.
Through research of more than 1000 Australian organisations, which identified growth, cost management and customer engagement as the top business goals for 2014, Canon saw that one of the biggest challenges for small to medium businesses (SMBs) is finding the time to keep up with the latest trends while managing and operating their businesses.
Isentia's Strategy & Content team was tasked with providing content marketing services to help build a platform for Australian SMBs. The platform would act as a source of news and expert insights to help SMBs navigate the rapidly changing technology and workplace environments.
The strategy and content marketing services
We wanted to create a content brand that housed practical resources, news and insights to help SMBs manage and grow their business intelligently, take advantage of technology and optimise day-to-day business processes. The Fast Business content brand would provide audience-led content to effectively communicate the ways that technology is changing how we work, and would draw on expert contributors to provide actionable tips and advice on building a competitive and flexible workforce.
The Fast Business website would be supported by a parallel LinkedIn Showcase Page called the Fast Business Hub. This multichannel approach would make content more visible and accessible to busy SMBs by placing useful and actionable content directly into their newsfeed. It would also allow Canon to create an active community that would be able to sustain engagement with over a long period.
Fast Business explores how technology is changing the way we work and brings together in one place practical resources and news to help readers build their business intelligently, take advantage of technology and optimise day-to-day business processes for greater success.
The performance of the Fast Business page has met and exceeded expectations, outperforming initial KPIs for visitors, page views and time on site. Also, after just three months, the Fast Business page is already ranking on page two for the Google search term ‘IT news’ in Australia – an outstanding result.